vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
vizualuri reklamis Teoriuli da praqtikuli aspeqtebi vizualuri reklamis Teoriuli da praqtikuli aspeqtebi
plakati gaurbis siRrmis iluzias, zedmet plastikurobas, masSi upiratesoba eniWeba lakonur kompoziciur gadawyvetas. is aramarto axdens ideis demonstrirebas, aramed itacebs, ancvifrebs da arwmunebs adamians. axdens masze emociur zemoqmedebas. aqedan gamomdinare reklamis es saxeoba mxatvr-plakatistisgan moiTxovs garkveul Tvisebebs, ZiriTadad: fantaziis unars, dekoratiulobas da feris grZnobas. gansakuTrebuli mniSvneloba aqvs plakatSi Tanmxleb teqstsac. teqsti gamosaxulebis Semadgeneli nawilia, rogorc azrobrivi aseve kompoziciuri TvalsazrisiT. is harmoniulad erwymis gamosaxulebis sibrtyes da aRiqmeba gamosaxulebis informaciul, emociur da amavdroulad dekoratiul danamatad. teqstis lakonurobas udidesi mniSvneloba aqvs plakatis gamomsaxvelobis misaRwevad. Teqsturi informacia aris ideis mokle sityvieri ganmarteba Hharmoniulad Sekruli gamosaxulebasTan. teqsts SeuZlia gaamZafros adamianSi plakatisgan miRebuli emociuri STabeWdileba, gansakuTrebul mniSvnelobas iZens teqsti politikur plakatSi, igi, amZafrebs plakatis ideur-mxatvrul datvirTvas. plakatebSi ki, romlebic Seqmnilia sxvadasxva saxis sanaxaobiTi warmodgenebisTvis, momentaluri vizualuri aRqmis TvalsazrisiT teqsti warmoCndeba, rogorc gamosaxulebis dekoratiuli elementi, rac ganapirobebs plakatis kompoziciaSi mxatvruli Sriftebis gamoyenebas. magaliTad: Tu plakati asaxavs romelime istoriul periods SesaZlebeli iqneba epoqisTvis damaxasiaTebeli stilisturi formis Sriftis gamoyeneba. Tu rogori Sriftis gamoyeneba jobs ama Tu im plakatSi damokidebulia gamosaxulebis Janrul da stilistur Taviseburebebze, dizainer- grafikosis SemoqmedebiT gamocdilebaze, romelic kopiraiterTan (adamiani romelic adgens sareklamo teqstebs) erTad fiqrobs plakatis mxatvrul gamosaxvaze. cnobilia plakatSi feris, gamosaxulebis da Sriftis ramdenime ZiriTadi funqciebi (anisimova 2003:61-63). Sriftis funqciebidan ganasxvaveben atraqciul, azrobriv - gamomsaxvelobiT, eqspresiul, saxasiaTo, simbolur, iumoristul da esTetikur funqciebs. Sriftis atraqciuli (mimzidveli) funqcia mdgomareobs SemdegSi: 32
P teqstis yvela detali muSaobs adresatis yuradRebis misapyrobad, rac gulisxmobs asoebis sidides, zomas, manZils maT Soris, simkveTres, moxazulobas, wakiTxvis garkveul ritms da a. S. Srifti arCeuli unda iyos ise, rom adamianma plakatis warwera SeamCnios Sori manZilidan, swrafad da martivad amoikiTxos Sinaarsi. Aazrobriv gamomsaxvelobiTi funqcia gulisxmobs SriftiSi azrobrivad mniSvnelovani nawilebis gamokveTas. magaliTad: calkeuli sityva, winadadeba, abzaci, rac xels Seuwyobs adresatis yuradRebis aqcentirebas teqstis mniSvnelovan nawilze. E eqspresiuli funqcia dafuZnebulia Sriftis sxvadasxva emociur- gamomsaxvelobiT Tvisebebze, rac gulisxmobs SriftSi plastikuri formebis gamoyenebas da ferTa tonebis varirebas. Aanisimova Tvlis, rom asoebis ornamentuli moxazuloba adamianSi iwvevs simCatis da sinatifis SegrZnebas, daxrili asoebi ki iwvevs daZabulobis da aRelvebis SegrZnebas. plakatSi xelnawer Sriftebs ki mimarTaven maSin, roca avtors surs gamowvios ndoba da gaamZafros plakatis emociuri zemoqmedeba (anisimova 2003:62). maSasadame, Sriftis formas, daxras, moxazulobas, iseve, rogorc fers SeuZlia gamowvios adamianSi garkveuli grZnobebi. Sriftis saxasiaTo funqcia adamianSi garkveuli asociaciebis gamowvevis SesaZleblobas da mayureblis dakavSirebas garkveul istoriul epoqebTan, erebTan, socialur garemosTan, calkeul politikur moRvaweebTn. magaliTad: mimarTaven cnobili politikuri moRvaweebis xelweris imitacias e.w. ,,optikur citatebs” an romelime istoriuli epoqisTvis damaxasiaTebel Srifts. Sriftis simboluri funqcias, saxasiaTo funqciis msgavsad, gaaCnia Tviseba gamoiwvios sxvadasxva saxis asocoaciebi. magaliTad: otto fon bismarkis epoqaSi garmaniaSi SeiniSneboda goTuri Sriftebis mravalferovneba. TanamedroveobaSi aseTi Sriftebis gamoyenebam SeiZleba gamoiwvios adamianSi, rogorc dadebiT asociaciebi_ germaniis istoriul tradiaciebTan, kulturasTan dakavSrebiT. aseve, uaryofiTi asociaciebi_ faSizmTan dakavSirebiT. iumoristuli funqcia efuZneba Sriftis iseT Tvisebebs, romelic 33
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- Page 81 and 82: wels _ 62 000 000 dolari, 2008 wels
plakati gaurbis siRrmis iluzias, zedmet plastikurobas, masSi<br />
upiratesoba eniWeba lakonur kompoziciur ga<strong>da</strong>wyvetas. is aramarto<br />
axdens ideis demonstrirebas, aramed itacebs, ancvifrebs <strong>da</strong> arwmunebs<br />
a<strong>da</strong>mians. axdens masze emociur zemoqmedebas. aqe<strong>da</strong>n gamomdinare <strong>reklamis</strong><br />
es saxeoba mxatvr-plakatistisgan moiTxovs garkveul Tvisebebs,<br />
ZiriTa<strong>da</strong>d: fantaziis unars, dekoratiulobas <strong>da</strong> feris grZnobas.<br />
gansakuTrebuli mniSvneloba aqvs plakatSi Tanmxleb teqstsac. teqsti<br />
gamosaxulebis Semadgeneli nawilia, rogorc azrobrivi aseve<br />
kompoziciuri TvalsazrisiT. is harmoniulad erwymis gamosaxulebis<br />
sibrtyes <strong>da</strong> aRiqmeba gamosaxulebis informaciul, emociur <strong>da</strong><br />
amavdroulad dekoratiul <strong>da</strong>namatad. teqstis lakonurobas udidesi<br />
mniSvneloba aqvs plakatis gamomsaxvelobis misaRwevad. Teqsturi<br />
informacia aris ideis mokle sityvieri ganmarteba Hharmoniulad<br />
Sekruli gamosaxulebasTan. teqsts SeuZlia gaamZafros a<strong>da</strong>mianSi<br />
plakatisgan miRebuli emociuri STabeWdileba, gansakuTrebul<br />
mniSvnelobas iZens teqsti politikur plakatSi, igi, amZafrebs plakatis<br />
ideur-mxatvrul <strong>da</strong>tvirTvas. plakatebSi ki, romlebic Seqmnilia<br />
sxva<strong>da</strong>sxva saxis sanaxaobiTi warmodgenebisTvis, momentaluri <strong>vizualuri</strong><br />
aRqmis TvalsazrisiT teqsti warmoCndeba, rogorc gamosaxulebis<br />
dekoratiuli elementi, rac ganapirobebs plakatis kompoziciaSi<br />
mxatvruli Sriftebis gamoyenebas. magaliTad: Tu plakati asaxavs<br />
romelime istoriul periods SesaZlebeli iqneba epoqisTvis<br />
<strong>da</strong>maxasiaTebeli stilisturi formis Sriftis gamoyeneba. Tu rogori<br />
Sriftis gamoyeneba jobs ama Tu im plakatSi <strong>da</strong>mokidebulia<br />
gamosaxulebis Janrul <strong>da</strong> stilistur Taviseburebebze, dizainer-<br />
grafikosis SemoqmedebiT gamocdilebaze, romelic kopiraiterTan<br />
(a<strong>da</strong>miani romelic adgens sareklamo teqstebs) erTad fiqrobs plakatis<br />
mxatvrul gamosaxvaze.<br />
cnobilia plakatSi feris, gamosaxulebis <strong>da</strong> Sriftis ramdenime<br />
ZiriTadi funqciebi (anisimova 2003:61-63). Sriftis funqciebi<strong>da</strong>n<br />
ganasxvaveben atraqciul, azrobriv - gamomsaxvelobiT, eqspresiul,<br />
saxasiaTo, simbolur, iumoristul <strong>da</strong> esTetikur funqciebs.<br />
Sriftis atraqciuli (mimzidveli) funqcia mdgomareobs SemdegSi:<br />
32
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